[Future Show] excerpt
The evolution of content-driven
shows and conferences
[ Introduction ]
Recent research by the Event Marketing Institute
(EMI) on the future of trade shows indicates that the format
of the trade show is evolving and diversifying to accommodate
attendee and sponsor/exhibitor needs. The purpose of this
white paper is to take a look at those changes, discuss the
rise of smaller content-driven events—such as executive
conferences—and examine how physical structure and sponsor
presence might be best served in this evolving model.
Executive Summary: The trade
show model is evolving
According to “The Future of Trade Shows,”
an insight research report published by EMI, the standard
model of the trade gathering—keynote, breakouts, networking
events, and exposition floor—is likely to become less
standard over the next five years as event organizers rethink
their platforms based on evolving audience needs. The effect
of these changes will be all sorts of new hybrid events—with
and without exposition floors—geared to fulfilling the
content and networking needs of highly targeted groups of
attendees.
One hybrid event model that is already growing
is that of the executive conference—a one to two-day
meeting that brings together executives with similar interests
and responsibilities and offers them relevant content and
professional networking responsibilities. In a 2009 survey
by EMI, seventy-seven percent of respondents said they currently
execute executive events—typically more intimate affairs
for groups ranging in size from 100 to 200 attendees. Sixty-one
percent of these events have no show floor, yet sixty-six
percent rely on sponsors for funding. This indicates the development
of new event models where sponsors can achieve their ROI objectives
without an exhibit.
Forces at work
For years, event organizers relied on traditional
formats to attract a wide and varied audience. However, today’s
attendee, afflicted with budget and time limitations, is looking
for events that make the most efficient use of their time—
and address their current and specific needs.
Attendees have a specific agenda
Usually, when someone takes time away from the office, it
is with a specific agenda. In instances where that agenda
is to “see what’s new” or take a broad survey
of industry trends, a typical trade show may best fulfill
that need. However, when people do opt to leave the office—especially
in the case of team members from small and medium-sized businesses
who are wearing multiple hats at work—it is typically
to receive education they feel will improve their job performance.
They often have a specific goal—such as to learn how
to apply a specific technology to its greatest advantage,
or to discuss a potential business solution with someone who
has already implemented it. These sorts of narrow needs are
often best met at a smaller, more intimate event tailored
to meet that need. Another challenge is reaching top executives.
Many executives may attend trade shows and conferences, but
they aren’t likely to walk the exhibit hall.
Sponsors want to maximize ROI
From the supplier’s perspective, the industry trade
show remains the best opportunity for companies to flex their
industry leadership muscle and reinforce their brands. However,
smaller companies and companies with niche products often
stand to achieve greater ROI with a more focused approach
to events. Advances in marketing— including technology
tools and better databases enable companies to hone in on
their specific audience—narrowcast rather than broadcast.
They can identify the proper prospects and connect pre-event
to set-up meetings. In these instances, standing in an exhibit
booth and waiting for the right people to walk by may not
be the most efficient application of their marketing dollar.
Often, these marketers would prefer to reach a small, highly
targeted audience rather than a larger audience peppered with
non-prospects.
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